Rule of publicity : According to this principle, the business must tell the people what it is going to do.

It must not create doubts, misunderstanding, suspicion, secrets, etc. Rule of equivalent price : According to this principle, the customer must be given proper value for their money. So the business must not sell below standard, outdated and inferior (poor) goods for high prices. Rule of conscience in business : If the business is conducted properly, then it is beneficial to the society. Otherwise, it is harmful to the society. Therefore, the businessman must have a conscience, i.e. a morale sense of judging what is right and what is wrong. He must be very careful while taking business decisions because these decisions affect the entire society. Rule of spirit of service : The business must give importance to the service motive. That is, priority must be given to render service to human beings over profit